Corporations have an incredible influence on the world we live in, and that's given them free reign to pollute, collude and mislead us, but advances in technology are rapidly making them accountable not just to shareholders, but to everyone. We have constant access to the truth about the products we use and the ethics of the companies behind them, and big brands are realizing that looking great isn't enough. It's time to actually be great. The Naked Brand is a story about how corporations can help save the planet one small step at a time. It's an introduction to a bright new future where companies tell the truth and work hard to create better products and a better planet. That’s how I met Alex Bogusky. As the founder of Common, one of his chief initiatives is to implement a comprehensive sense of corporate transparency. In fact, his team at Common broadcasts their board meetings live online, so their customers can follow their discussions point by point, and hopefully turn complaints and customer suggestions into a conversation. Alex was an inspiration throughout the entire production process, and you can find out more about the film and Alex’s goal at Common by visiting www.thenakedbrand.com.
It seems like a lot of companies want you to believe their products are made in the USA, without all the fuss of actually making anything here. These attempts are elevating the lowly tag from basic information to high comedy. SNL writers couldn't have done any better. So snap a photo of a lame American-made label. they're not hard to find. The funniest, most outlandish, entries will be rewarded with quality Made In USA products, courtesy of Made Collection.
Fearless Brands is a column dedicated to identifying and celebrating brands that are taking a stand, challenging the status quo, and working to build a better future. In other words, brands acting fearlessly. This is not a sponsored column, and brands do not pay to appear here. Do you know a fearless brand? Send submissions to email@example.com.
When it comes to socially responsible brands, Vermont-based Ben & Jerry’s has long been a poster-child. They strive for a sustainable supply chain and have found a way to convert dairy waste into energy. In October 2012, they officially became a certified B-corp. During the recent election season, they spoke out for transparency in corporate political donations.
Now, they’re joining the GMO fray, with a recent news release stating the company’s support for GMO labeling.
Mike Jacobson is a long time food activist. He's pretty much the Ralph Nader of food. If you've ever read the side of a food package or used the term "junk food" you have Mike to thank. He coined the phrase and has been instrumental in food labeling.
Last week Mike and his Center for Science in the Public Interest released a funny yet scathing film that translates the Coca-Cola company's recent attempt to address obesity. You can check out the film above or on Youtube here.
He's also offered comments and translations of Coke's recent answers to our round of 20 questions.
A few months ago, FearLess, COMMON, The Butler Bros, Jason Mraz and the Center for Science in the Public Interest (CSPI) launched a joint film production and site called therealbears.org. The film followed a family of Soda-loving Polar Bears that winds up having the same issues with sugary drinks that many of us in real life are having: obesity, diabetes, and the complications that come with them.
The Coca-Cola company was quick to reach out to me in an effort to get me up to speed "on all the good work they are doing." At the time I had no idea they were about to attempt to enter the conversation on obesity. You can see their film here and you can see a translation of the corp. speak here.
A lunch was set up with their lead scientist, Dr. Rhona Applebaum. I showed up on time but she was early and had already taken a seat in the back. It took me a while to find her sittling at a tiny tabel by the window. My first impression was that Dr. Applebaum is perfectly cast for her role. She is a smart, articulate, thin, attractive and immaculately put together middle-aged woman who is in control of her emotions at all times. We ordered our lunch and began the search for common ground. I wish I could remember what she ordered to drink but I don't. It was either water or a Diet Coke.